StoreFront Sign Replacement

Fashion Brand

Vivienne Hu

107 Mercer StLPC Docket # 19-1149

Vivienne Hu

•Vivienne Hu is a NY based Fashion Designer since 2011 with diverse experience in three continents

• She has been a NY Resident for over 10 years and previously worked in Investment Banking as well as studied at Parsons

Design School

•Vivienne Hu has been a 5 Time Participant in the NYFW-The Shows by IMG, Covered by CFDA’s Fashion Calendar & WWD

•Vivienne Hu was named Swarovski Collective Designer 2016

• First Store in Soho for over 3 years since 2012

•Ventured into the trendy Mercer Street Corridor with top luxurious labels like Dolce & Gabbana, Tory Burch,

Balenciaga, Vera Wang, Rag & Bone etc.

• Propose flag design based on thorough research of fashion stores in the Landmark Soho District

Oversized FLAGS +

Fashion Stores in Landmark Soho District

• We found most fashion stores adopts oversized fabric signs

• We cannot compete with well established fashion stores

without a sign of proper size/materials compared to

competitors.

• Mercer Street Corridor is very expensive, and we run great

economic risk as a newcomer

• Oversized Sign: Over 2 FT X 3FT, and require special LPC

board approval

Based on our research on streets immediately adjacent to

107 Mercer, :

50% of existing stores have oversized signs

About 70% of fashion stores have oversized signs

• Reasons:

– Could be under grandfathered sign permit before 1976

– Some of them could be on violation of sign permit

– Approved by LPC

Stores with Oversized Flags in Neighborhood

North of 107 Mercer

• Banana Republic, 550

Broadway

• Hugo Boss, 555 Broadway

• Sephora, 555 Broadway

• Aldo, 579 Broadway

• Verizon, 581 Broadway

• Under Armour, 583 Broadway

• Victoria’s Secret, 565 Broadway

• Club Monaco, 536 Broadway

• American Eagle, 599 Broadway

• Lands’ End, 580 Broadway

• Forever 21, 568 Broadway

• Equinox, 69 Prince St

• Zocdoc, 568 Broadway

• Armani Exchange, 568

Broadway

• Moncler, 90 Prince St

• Versace, 160 Mercer St

• Nautica, 101 Prince St

West of 107 Mercer

• American Apparel, 121 Spring St

• Stuart Weitzman, 118 Spring St

• John Varvartos, 122 Spring St

• LongChamp, 132 Spring St

• Burberry, 131 Spring St

• Diesel, 135 Spring St

• Hugo Boss 132 Greene St

• Tumi, 102 Prince St

• Intermix, 98 Prince St

• June Kelly, 166 Mercer St

• Rag & Bone, 119 Mercer St

• The Kooples, 115 Mercer St

• Lole Atelier, 112 Mercer

• Vince Camuto, 532 Broadway

South of 107 Mercer

• PAIGE, 71 Mercer St

• UGG, 79 Mercer St

• Joe’s Jeans, 77 Mercer St

• Sweaty Betty, 77 Mercer St

• FRYE, 113 Spring St

• Chase, 525 Broadway

• Michael Kors, 520 Broadway

• Aritzia 524 Broadway

• Bloomingdales, 504 Broadway

North of 107 Mercer

North of 107 Mercer

North of 107 Mercer

North of 107 Mercer

South of 107 Mercer

SOUTH of 107 Mercer

West of 107 Mercer

WEST of 107 Mercer

Highlights of the Oversized Flags close to

107 Mercer St

Directly across Street Around the Corner on Spring St A Short Walk Down on Mercer St

Estimate 7.5FT X 4FT Estimate 9FT X 5.5FT Estimate 7FT X 5FT

Key takeaways• Vivienne Hu wants to be in compliance with the local/LPC regulation and obtain a moderate-sized

storefront flag with legal approval

• Vivienne Hu is requesting a 3 FT X 4 FT flag, smaller than most other fashion store flags in the

neighborhood

• A majority of fashion stores in our immediate neighborhood have already secured oversized flags

• Of all the 40 stores with oversized flags, 35 are fashion stores and only 5 are non-fashion ones

• Many of these fashion stores have been around for a long time, i.e. Burberry, Rag&Bone,

American Apparel, LongChamp, to name a few. People know them well and they have

steady flow of patrons.

• Vivienne Hu is a newcomer to this core area of Soho and as such needs substantial marketing efforts

• A flag comparable to competitors is critical

• New York City is a fashion capital. Its fashion virility depends on,

• The innovation and variety of design styles from different designers

• A fair market environment for all designers to compete fairly.

Key takeaways

• To promote a fair market and environment for all designer labels, it is best all designers/stores have

the same opportunity to display as they deem fit

• We need to be able to compete fairly in an effort to stay profitable

• The previous tenant, also a fashion brand, at our current location, with a small sign, had

to close business after a 10-month period due to poor revenue

• We are currently losing as well

• The early termination/break of lease create another heavy loss for the business

• Soho is the trendiest area for NYC’s fashion, and a lack of flag of comparable size for a newer

designer label is a disadvantaged in terms of competition

• The lack of competition diminishes innovation and the iconic NYC fashion glamour

• Given the high rent level in the area and the importance to secure foot traffic from the street,

many stores are willing to be in violation and pay the fines/fees to be able to stay competitive.